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Sally Hughes

ABBA - Music Marketing

ABBA are a world-famous Swedish pop group that was formed in Stockholm in 1972 and was a band that actually helped to define the world of music in the 70s.



‘Does Your Mother Know’ comes from ABBA’s sixth studio album Voulez-Vous which was released in 1979.


The video itself is rather simple and doesn’t actually follow any sort of narrative. Instead, the focus is predominantly on ABBA’s ‘live’ performance of their song at a rather packed out concert. Decked out in their usual attire which certainly acknowledges the time period of the song, the band perform to a room full of teenagers who defiantly seem to be having a good time. This alongside the title of the song implies a sense of freedom, fun and youth - of a time of expression and defiance.


All of this helps to define ABBA at the time by showing people that although they have been around for quite some time, they remained popular with a younger audience (as well as already existing fans) and therefore represents them in a more 'up-to-date' and modern way


 

. ABBA, most likely due to being an older band that no longer perform together anymore (well now with exception of their upcoming album now), do not actually have an official website. Conversely, due to them still being a greatly loved band, there is an official ABBA fan club that holds information on the band's journey to fame, ABBA quizzes, articles on the band and a merchandise store.

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